Lifeguard! Will Volusia's lifesavers be Weather Channel stars?

The reality docudrama series is either an opportunity for lots of free publicity, or a potential series of problems, depending on your perspective.

ANDREW GANTSTAFF WRITER

DAYTONA BEACH — The lifeguards and Beach Patrol officers of Volusia County could soon be auditioning for a reality docudrama series — which is either an opportunity for lots of free publicity, or a potential series of problems, depending on your perspective. County Councilman Josh Wagner, the one who's hoping to bring The Weather Channel's series "Lifeguard!" to Volusia, is of the first perspective. "Everybody talks about the ad authorities and marketing — well, this is a way to show our community in a very positive light that comes at no cost to us," Wagner said recently. "It'll really show people we do a lot for safety in Daytona Beach and Volusia County." The other view, though, is the cautious skepticism of someone like County Manager Jim Dinneen, who sees mostly opportunities for trouble. "They don't do those shows to show how wonderful you are," Dinneen said. "They're looking for drama, tragedies, emergencies." The series is a new one on The Weather Channel, and it's only aired a few episodes so far. It's set along 150 miles of beach in southern California, from Long Beach down to Sunset Cliffs in San Diego. The film crew shot lifeguards making rescues "from drownings, rip currents, hypothermia, and sharks — to a boy buried alive in the sand," according to a Weather Channel promotion. Those lifeguards make more than 10,000 saves a year, according to the same promo. Volusia has about 50 miles of coastline, and its lifeguards make an estimated 3,000 ocean rescues and 1,000 first-aid responses each year. As for sharks, Volusia's been known as the shark bite capital of the world for a long time, although most of the bites are minor nips. Unlike most other lifeguard agencies across the country, Volusia's Beach Patrol officers are trained police officers, too, and can make arrests if necessary. The production company that's shooting the current season of "Lifeguard!" hasn't decided on the next location, but the company did confirm it's considering Daytona. Larry Goldman, vice president of corporate communications and new business development for LMNO Productions in Encino, Calif., said The Weather Channel has only aired five of the 13 episodes filmed so far. "They won't make a decision on Daytona Beach until all 13 have aired, and we don't know how long that will take at this point," Goldman said in an email. For Wagner, TV shows and films are the types of publicity projects Volusia should be attracting through the creation of a countywide film commission. Today, the Daytona Beach Area Convention and Visitors Bureau runs a film office, and an all-volunteer West Volusia Film Authority helps facilitate projects on the west side. Neither group actively recruits many productions, though — they mainly respond to requests. Many of those requests are for simple photo shoots. The "Lifeguard!" project is more complex than a photo shoot, particularly because of its access behind the scenes of a public safety agency. It would require County Council approval as a policy decision, and probably several limitations built in to a contract with the production company. Wagner said that contract could require the show to focus on lifesaving and the positive angles of Volusia's beaches. The proposal comes at a time when Volusia is reconfiguring its Beach Safety division, anyway, shifting away from law enforcement and toward lifeguarding instead. The county is planning on renaming the Beach Patrol soon — although that name hasn't been officially announced — to something that emphasizes less patrolling and more lifesaving. That's been the main focus of the "Lifeguard!" shows that have aired so far, so Wagner doesn't see much conflict. The first step for the film crew, he said, will be an initial round of interviews to get a sense of the local lifeguards — "You have to have characters," Wagner said, "so they're going to come in and see what we have to offer and see what we have to say."It makes sense for them to do it, if you look at the other stuff they've done," he added. "A lifesaving reality show makes a lot of sense. We do have a very unique lifesaving corps . . . and marketability. We do have a good name, and we're well-known." "You can do some things, but when you start getting into the medical side, you start having issues," a less-enthusiastic Dinneen said of the idea. "We'll put that in the hopper of things to talk about, but we've got other things going on." In the meantime, the show airs 8 p.m. Wednesdays on The Weather Channel.